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Cases-Carlsberg

Carlsberg Chill Happy Bus Shelter Project
Carlsberg Chill Happy Bus Shelter Project in Beijing (July, 2009)
Carlsberg Chill Happy Bus Shelter Project in Shanghai (May, 2009)
Carlsberg Chill Happy Bus Station Project in Western China(Oct-Nov,2008)
The exclusive interview of Marketing China to President Wang Keqin (Feb ,2010)
Carlsberg Chill Happy Case Integrated Promotion Project (Feb 2010)
Carlsberg Chill And “kaixin001.com” Launched Strategic Cooperation (Feb, 2010)
National Promotion Project for Carlsberg Chill New TVC(Jan, 2010)
Carlsberg Euro 08 MOTM event full story reveal PR promotion (July, 2008)
Carlsberg China fan award MOTM on Euro 08 final game PR promotion(Jun, 2008)
Carlsberg ALPS Action 2nd round PR promotion (April, 2008)
Carlsberg Chill Music Live GZ and ZH- Alex and Stephy (Dec, 2007)
Carlsberg Chill Happy Revolution PR Campaign (Nov, 2007)
Carlsberg Chill × MYV Release LIVE Music Yunshi He Fans' Party in Guangzhou and Jiangmen
Press Release Placement Project of Carlsberg's ALPS Action with CCTV
  Crisis Management of Tianshui Event (Apr, 2007)
  Calsberg Mayday Concert (July, 2007)
  The launch of Advertorial about Qinghai-Tibet Highway's open (Aug~Oct. 2006)
  2006Blue Ocean Strategy subject PR(Mar to Apr,Aug to Sept, 2006)
  The launch of advertorial in Lhasa (Tibetan New Year)
  The national launch of the tenth advertorial of Carlsberg
Carlsberg Chill And “kaixin001.com” Launched Strategic Cooperation (Feb, 2010)

Period: February,2010

Background:
  Carlsberg Chill and “kaixin001.com” had launched strategic cooperation science 1st January,2010.The first cooperation is that Carlsberg Chill set ”The Happiness Index” on the “kaixin001.com”. In order to gain more public awareness and further spreading of new brand activities and escalatory brand spirit  in 2010 , Carlsberg Chill will launch a new round of press distribution in national key print media.

Opportunities and Challenges:
  1. This project covered the wide  range of media , and the time of press distribution was during New Year's Day and the Spring Festival, this brings difficulty on putting messages on the relevant pages.
  2. There were  competition relations between “kaixin001.com” and a part of other media, which take a big challenge to guarantee the coverage rate.  
  3. This is corporate activities of Carlsberg Chill, which would be positive influence for both media, audience and ourselves.

Highlights:
  1. We put forward a broad list of over 100+ media around the country and some back up media to guarantee the coverage rate.
  2. Different versions of press articles are prepared according to different media pages so that the maximum coverage rate can be achieved.
  3. In-depth communication of the keymedia and marketing magazine, developed  tailor-made PR proposal for this each part of them .

Coverage and Advertising Value:
  1. The total circulation of print media is 9,753,000, which reached 16,188,000 readership.
  2. Advertising Value: total ad value for the campaign is RMB 659,500.

Partial Achievement:
                 
                                                                                         2010-01-29-Xinmin Evening News
                 
                                                                                               2010-01-24-Beijing Times
                 
                                                                                             2010-01-28-Nanfang Daily
                 
                                                                                         2010-01-20-Xian Evening News
                 
                                                                                  2010-01-22- Southern Metropolis daily
                 
                                                                                  2010-01-14-Asian Pacific Econmic Times
                 
                                                                                                   2010-02-11-The Bund
                 
                                                                                                  2010-01-20-Modern Woman